Microsoft challenges Google with 'Bing It On' TV campaign

San Francisco: Microsoft has launched a nationwide campaign called 'Bing It On' in the US, trying to show web users the quality of its Bing search engine is better than Google's.

The software company unveiled the site bingiton.com where users can input five search queries and the unbranded search results of Bing and Google will be shown in two columns.

For each query, users can choose a winner (or a draw) and the test will show which search engine come on top in the end.

This is not the first time that Microsoft run national ad campaign against Google in US.

Microsoft said that an independent study by the company shows people chose Bing search results over Google nearly 2-to-1 in blind comparison tests.

Starting Thursday, the 'Bing It On' challenge will be promoted in the US via TV and on-line ad campaign, and will be featured in Microsoft retail stores.

"It's time to break the Google habit and learn why you deserve more from your search engine," Mike Nichols, corporate vice president and chief marketing officer of Bing, said in a statement.

According to research firm comScore, Google accounts for almost 67 per cent of all searches in the US in July, while Bing has slightly over 15 per cent.

This is not the first time that Microsoft run national ad campaign against Google in US. In February, the company launched ads in major US newspapers like The Wall Street Journal and The New York Times, highlighting concerns about Google's privacy policy.

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